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A television studio is not a home. This the advertising agency boys have learned the hard way. Long hours of rehearsal under hot lights not only wear down actors, but also the food and other products displayed during commercials. An actor can always dab on some make-up—but what do you do with a dish of frozen dessert? What you see on your screen is a product that appears to be just as it is in your kitchen or on your dressing table. But what goes before the cam¬ eras, able to withstand the lights and the hours of manhandling in cramped quarters, may be something entirely different. The idea isn’t to defraud the view¬ er, but to solve a troublesome techni¬ cal problem. There have been some mighty ingenious solutions. During a recent New York telecast, a newly hired stagehand looked at the chocolate pudding shown in the com¬ mercial and started to drool. Appetiz- ingly dark and smoothly textured, it was crowned with a mound of thick whipped cream. Um-m-m, de-licious! When the program ended, the stage¬ hand scooped up a huge spoonful and shoveled it into his mouth. Which was a mistake. The “whipped cream” was shaving soap—the kind you squirt Is Seeing Hocus-Pocus Adds Glamor To easily from a pressurized container. Specifically, it was the brand most preferred by the men who stage com¬ mercials for television. Its consistency and resistance to the heat generated by studio lights make the brand per¬ fect for luscious cake “icing,” lux¬ uriously foamy “shampoo,” and long- lasting “suds” bubbling from soaps, detergents and washing powders. A stagehand more experienced in foods shown in commercials might eat “ice cream” if he liked cheddar cheese. Cheddar—or cream cheese, if you pick vanilla—makes picture-per¬ fect dips of ice cream that won’t melt. The men who make commercials claim to use substitutes and gimmicks only when telegenically necessary. They use real corn flakes, for in¬ stance—but flakes sprayed with lac¬ quer to prevent their being wilted by milk into soggy glop while an an¬ nouncer extols their crispness. Often the foods displayed in com¬ mercials are used in double or more the amounts prescribed for home preparation. A double amount of ready-mixed flour bakes into better looking layer cakes. Gelatin desserts would melt into soupy fluids under studio lights without triple or quad¬ ruple the customary quantities used. Then—to quote a production man— “you can bounce them off the floor.” There’s chicken in every TV potpie because special pies with extra chunks of chicken are baked for frozen pot- pie commercials. Putting on the dog food commer¬ cials is a meaty problem. One agency 18